A star like Monroe … cannot draw any of these headlines, and is a safer bet for a company when major money is on the line. And that’s one reason why Monroe is still big business. At least that’s the perspective of Jamie Salter, Chairman and CEO of Authentic Brands Group, which owns the rights to Monroe’s estate including the late actress’s name, likeness, dimple and lips. (Salter also managed the Bob Marley estate in the past.)

“We’re not worried [Monroe is] going to get a DUI next week,” Salter says in a video on the site.

Compare that to say, Miley Cyrus, whose public image changed almost overnight after the MTV Video Music Awards, and choosing spokespeople from beyond the grave makes a lot more sense.